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Barát vagy ellenség? Negatív online fogyasztói értékelések szerepe az Airbnb oldalon
Abstract
Az e-WOM (eletronic word-of-mouth, online szájreklám) értelmezhető valamely szolgáltatásról alkotott pozitív vagy negatív állításként. A negatív töltetű e-WOM háttérbe szorul a kutatásokban, így ennek befolyásoló hatása került kutatásunk középpontjába. Az online szállásfoglalásnál a fogyasztók nem tudnak előzetesen meggyőződni a minőségről, így kénytelenek társaik véleményére hagyatkozni, tehát az e-WOMnak kiemelt szerep jut. Az egyik legnépszerűbb szállásfoglaló oldal, az Airbnb, működésének alapja a közösség és a tagok által alkotott fogyasztói értékelések, amelyek segítenek másoknak az észlelt kockázat csökkentésében és a döntés meghozatalában. A fentiek alapján kutatásunk arra fókuszált, hogyan jelenik meg a negatív e-WOM a fogyasztók szálláskeresési folyamatában. Kutatásunk eredménye alapján elmondható, hogy elsősorban azon hozzászólások a hasznosak, melyek extra információt szolgáltatnak, valamint hogy a szélsőségesen negatív e-WOM háttérbe szorul az objektivitás hiánya miatt. Láthatóvá vált továbbá, hogy bár a negatív e-WOM képes elrettentő hatást gyakorolni, releváns tartalom esetén azonban felkészít a szállás hiányosságaira.
... Ebben a magas-szintű digitalizáció által fémjelzett környezetben a fizikai és nem-fizikai javak és erőforrások megosztása és cseréje jelentős mértékben leegyszerűsödött és napi szintű rutinná vált, ami egy új társadalmi-gazdasági és technológiai jelenség, az úgynevezett sharing economy 1 (megosztáson-alapuló gazdaság) (Kuzmanovic -Langovic 2018, Poon -Huang 2017, Tussyadiah -Pesonen 2016 vagy közösségi fogyasztás (collaborative consumption) (Belk 2014, Nod et al. 2019, Poon -Huang 2017 felemelkedéséhez és elterjedéséhez vezetett. A megosztáson-alapuló gazdaság a bizalom elveire épül (Botsman -Rogers 2011, Féki -Markos-Kujbus 2019, Lu -Kandampully 2016, Matzler et al. 2015, Soltész -Zilahy 2019 és lehetővé teszi az egyének számára, hogy megosztáson keresztülpénzügyi ellenszolgáltatásért cserébekiaknázzák a kihasználatlanul álló kapacitásaikban rejlő lehetőségeket (Xie -Mao 2017, Zervas et al. 2017. A sharing economy-t lényegében P2P elven működő online platformok alkotják, amelyek az utóbbi évtizedben dinamikus növekedést felmutatva betörtek számos szolgáltatóipari piacra, átalakítva a korábban kialakult üzleti modelleket, továbbá komoly versenytársat teremtettek a hagyományos piaci szereplőknek (Varma et al. 2016, Xie -Mao 2017. ...
In the last decade, the development of information technologies and the widespread adoption of mobile technologies and Web 2.0 have facilitated the rise of a new socioeconomic system referred to as the sharing economy and the emergence of P2P sharing platforms. One of the most affected sectors by the sharing economy is the tourism and hospitality industry, where Airbnb – the leading P2P accommodation sharing platform – has quickly become a viable alternative to hotels, hostels, or bed and breakfasts and a major competitor to the traditional accommodation sector. As a result, understanding the motivation of tourists for choosing Airbnb became crucial both from practical and theoretical perspectives. The main aim of the study is to shed light on the travel habits of Hungarian tourists and reveal what motivates them to choose accommodation on the Airbnb platform instead of using traditional accommodations. During the research, we conducted an online questionnaire survey which resulted in a final sample size of 829 questionnaires. Our results show, that more than 35 percent of the respondents have already used the services of Airbnb and the main influencing factors proved to be the price and the location of the accommodation, while the number of pictures from the accommodation and personal information about the host had the smallest impact on the tourists.
Az üzleti környezet sohasem stagnál, csakis a benne lévő változás állandó. A szálláshelypiacon zajló folyamatos változás olykor bizonytalan piaci helyzetet teremt, és arra kényszeríti a szállodavállalatokat, hogy a változó feltételekhez alkalmazkodva gondolják újra üzleti modelljeiket, működési folyamataikat, a kínált termékeik és szolgáltatásaik körét. A szállodavállalatok a legtöbb esetben új gyakorlatok alkalmazásával, technológiai vagy nem technológiai innováció bevezetésével reagálnak a megváltozott fogyasztói igényekre. A hosszútávon sikeres üzemeltetéshez azonban nem elegendő kizárólag a vendégelvárásoknak eleget tenni, a szálláshelypiac lokális és globális kihívásaira is választ kell adni a megváltozott feltételrendszereknek megfelelően. Jelen tanulmány célja a Design Thinking és a Service Design mint innovációs katalizátorok alkalmazási lehetőségeinek bemutatása a szállodaipar példáján keresztül.
A digitalizáció hatására az elmúlt három évtizedben a turizmus makrokörnyezetében, valamint fogyasztói és kínálati oldalán is jelentős változások történtek. A digitalizáció és a digitalizáció-vezérelt innovációk napjainkra az utazástervezés teljes folyamatát és az utazás előtti, alatti, illetve az azt követő fogyasztói magatartást is átalakították. A szakirodalom szintetizálására épülő jelen tanulmányban elsősorban a fogyasztói oldalt vizsgáljuk. Elemzésünk célja a digitalizáció fogyasztói magatartásra gyakorolt hatásainak azonosítása az utazási döntés egyes szakaszaiban. A tanulmányban az utazást megelőző, az utazás alatti és az utazást követő fogyasztói magatartást vizsgálva megállapítjuk, hogy a korábban szekvenciálisnak tekintett utazási döntési szakaszok mára időben és térben egyre inkább összemosódnak, ebből adódóan egyre kiszámíthatatlanabbá és kevésbé előrejelezhetővé válnak. A közösségimédia-használat nemcsak az utazási döntés folyamatára, hanem az élmény befo gadá-sára és a benne való elmerülésre is hatással van.
Az utóbbi időben az informatika és az elektronika területén végbement mélyreható és alapvető változások eredményeként megváltoztak a fogyasztói szokások, ami a turizmus szektorát is érinti. Az e-világban átformálódnak a fogyasztók információkeresési és kommunikációs szokásai, lévén a kommunikációs paradigmaváltás korszakát éljük. Az online utazási irodák (online travel agencies – OTA) nem kizárólag a foglalás és az értékesítés meghatározó csatornái napjainkban, hanem az információgyűjtés és a szálláshely-szolgáltatásokkal kapcsolatos tájékozódás csatornái is. Az OTA honlapokon fellelhető információk egy része objektív, más része szubjektív. Utóbbiak a fogyasztói információk, vélemények. A szálláshelyre vonatkozó szubjektív információkat az OTA oldalak vendégértékelései adják. Jelen kutatás hazai, illetve nemzetközi OTA oldalak vendégértékelési rendszerének összehasonlítását célozza a hitelesség, a skála, az alkalmazott szempontrendszer, illetve a vendégértékelések célcsoportonkénti bontási lehetőségeinek vonatkozásában. Mindemellett esettanulmány jelleggel két – azonos desztinációban elhelyezkedő – azonos kategóriájú szálláshely OTA vendégértékeléseit mutatja be arra a kérdésre keresve a választ, hogy a döntés előtt álló fogyasztó számára az eredmények mennyire mutatnak egységes képet összességében és szempontonként.
Napjainkban egyre nagyobb teret hódít a közösségi gazdaság (sharing economy), amely az internet és az infokommunikációs technológiák által kínált lehetőségek révén megváltoztatja a fogyasztási szokásokat, és a "normál" piaci logikától eltérő működésének köszönhetően számos területen hat a fogyasztási szerkezetre, az árakra, és egyre jelentősebb kihívást jelent a hagyományos piaci szereplők számára nem egy esetben komoly konfliktusokat generálva a hagyományos és az új piaci szereplők között. Annak ellenére, hogy a közösségi gazdaság jelensége és a hozzá kapcsolt vállalatok és szolgáltatások egyre jobban a hétköznapok részévé válnak, a kutatók és a közvélemény számára homályos a sharing economy konkrét fogalma: vajon mit is jelent ez a meghatározás, és milyen szolgáltatások tartoznak a sharing economy körébe. Számos esetben a közösségi gazdaság fogalmát ernyőfogalomként használják, beleértve minden olyan tevékenységet, amely a technológiai változások következtében alakult ki. Ezek azonban túl tág megfogalmazások, így szükség van pontosabb értelmezésre, amely figyelembe veszi a sharing economy kialakulásához vezető technológiai, társadalmi és gazdasági változásokat is. A tanulmány célja, hogy a hazai és nemzetközi szakirodalom alapján röviden áttekintse a sharing economy fogalmi kérdéseit, és bemutassa, hogy milyen problémák kapcsolhatók a fogalom definiálásához. Emellett megfogalmazzuk saját véleményünket a közösségi gazdaság értelmezéséről.
This study presents a new approach to model the online decision-making process of consumers who are influenced by electronic word-of-mouth reviews in health care services (eWOM). To accomplish this objective, a self-related scenario was employed, accompanied by a questionnaire. The proposed model followed the guidelines found in Teo and Yeong’s (2005) online shopping model as well as Sussman & Siegal’s (2003) information adoption model.
The research model focused only on the core stages of the consumer decision-making process such as information search, alternative evaluation and the purchase stage. As such, the model was composed of four independent variables: source’s credibility, message strength, perceived risk and perceived usefulness of information and, respectively, the dependent variable, the willingness to purchase. Moreover, by using factor analysis in SPSS and Structural Equation Modeling in WrapPLS, the model’s internal consistency, reliability and correlations between the variables, were assessed.
Furthermore, the results of the study revealed that six possible decision-making models might be adopted by health care consumers based on eWOM communication.
Purpose
The purpose of this study is to examine the psychological factors that motivate travelers to consider reusing Airbnb.
Design/methodology/approach
This study proposes and tests an integrative model that synthesizes the Theory of Planned Behavior (TPB), Prospect Theory (PT), and other Airbnb relevant constructs (unique experience expectation (UEE), familiarity, and electronic word-of-mouth (eWOM)) as the primary determinants of the Airbnb repurchase intention using an SEM approach.
Findings
Both attitude and subject norms are significant determinants of repurchase intention whereas perceived behavioral control is not. In addition, perceived value and risk have only direct significant impacts on attitude and in turn, indirectly affect repurchase intention. UEE, familiarity and eWOM exert direct and indirect influences on repurchase intention.
Research limitations/implications
This study extends the body of knowledge by integrating TPB and PT to investigate consumer repurchase intention in Airbnb, which provides a theoretical baseline and serves as a starting point for exploring the structural relationships of Airbnb and the sharing economy.
Practical implications
Airbnb should place more emphasis on value packages and authentic/unique travel experience to retain and attract more travelers. More safety/security programs should be put in place and clearly communicated to reduce the perceived risks. In addition, Airbnb may publicize positive WOM and introduce and expand familiarity programs to incentivize Airbnb travelers.
Originality/value
This study explores the psychological reasons why travelers will re-patronize Airbnb, providing insights into the motives of Airbnb travelers. A clear understanding of Airbnb travelers’ repurchase intention will facilitate to develop effective strategies for Airbnb to induce positive repurchase behaviors.
This study explores key content and themes from online reviews to explain major service attributes of peer-to-peer (P2P) accommodation sought by guests. The results from lexical analyses indicate that attributes frequently mentioned in guest reviews are associated with location (proximity to point of interest and characteristics of neighborhood), host (service and hospitality), and property (facilities and atmosphere). Reviews focusing on location and feeling welcome are consistently linked with higher rating scores, including accuracy, cleanliness, checkin, communication, value, and overall ratings. This confirms that P2P accommodation appeals to consumers who are driven by experiential and social motivations. Marketing implications are provided.
Evidence indicates that satisfied customers defect at a high rate in many industries. Because satisfaction alone does not translate linearly into outcomes such as loyalty in terms of purchases, businesses must strive for 100 percent, or total, customer satisfaction and even delight to achieve the kind of loyalty they desire. Current studies attribute a higher degree of emotionality to the dissatisfaction end of the satisfaction continuum than in the past. For example, customers who have experienced service failures feel annoyed or victimized. Although victimization is felt at a deeper emotional level than irritation, both can result in outrage. By focusing on more intense customer emotions, such as outrage and delight, the authors explore the dynamics of customer emotions and their effect on customer behavior and loyalty. Schneider and Bowen base their conceptualization on people's needs rather than the more conventional model that focuses on customer expectations about their interactions with a firm. The authors propose a complementary needs-based model far service businesses that assumes customer delight and outrage originate with the handling of three basic human needs - security, justice, and self-esteem. By recasting a situation as one that has violated any of a customer's fundamental needs, the deeper emotional outcome (e.g., outrage) does not seem incongruous. The authors describe each need and offer specific managerial tactics for avoiding outrage and creating delight. Recent emphasis on relationship marketing - that is, attracting, developing, and retaining customers is pertinent because building relationships requires that companies view customers as people first and consumers second. Service is an exchange relationship in which customers swap their money and loyalty for what Schneider and Bowen argue is need gratification - a psychological contract with service firms to have their needs gratified. The authors discuss strategies that help firms gratify and, in some cases, delight customers. while avoiding the perception that they do not respect customer needs. Companies must manage how they show concern for customer needs in all actions, including the activities of the back office (e.g., billing, shipping), not just front-office personnel who directly contact the customer.
Prior research shows that positive online reviews are less valued than negative reviews. The authors argue that this is due to differences in causal attributions for positive versus negative information such that positive reviews tend to be relatively more attributed to the reviewer (vs. product experience) than negative reviews. The presence of temporal contiguity cues, which indicate that review writing closely follows consumption, reduces the relative extent to which positive reviews are attributed to the reviewer and mitigates the negativity bias. An examination of 65,531 Yelp.com restaurant reviews shows that review value is negatively related to review valence but that this negative relationship is absent for reviews that contain temporal contiguity cues. A series of lab studies replicates these findings and suggests that temporal contiguity cues enhance the value of a positive review and increase the likelihood of choosing a product with a positive review by changing reader beliefs about the cause of the review.
Electronic word of mouth (eWOM) communication, such as the online hotel review, is receiving increasing attention from marketing managers in the hotel industry, primarily because consumers are making considerable use of online forums and often do not book without seeking online advice on restaurants, tourist destinations, or hotels. This study of a convenience sample of 781 travelers in Las Vegas found three chief motivating factors for consumers to seek eWOM, namely, convenience and quality, risk reduction, and social reassurance. The analysis found distinct differences between the sexes regarding their motivating factors, and levels of expertise also influenced consumers’ motivations to read online reviews. Women, for instance, are more likely to read reviews for the purpose of convenience and quality and for risk reduction. Men’s use of the online reviews depended on their level of expertise.
Vacationers not only read and use information from the Internet during their choice process, but also post information on the Internet. This posted information is described as eWOM (electronic word of mouth). The central questions are, which type of vacationers do post, with which motivations do they post reviews, on which type of site, and what are the message characteristics? These questions are approached in a way that differs from the usual site-centered approach. It is topic-centered and independent of a specific review site, and it focuses on motivations for all vacation sites. The conclusion is that why a vacationer makes a contribution influences the choice of a site to which he or she contributes and what he or she contributes. The main discriminating motivational factor is the one that sets vacationers with a primarily self-directed motivation apart from those with a more other-directed help motivation. Implications for tourism research and vacation marketing are discussed.
Previous research has extensively studied the determinants of customer loyalty and switching behavior but has given little attention to what happens after a customer has switched away from a service provider. In this article, the perhaps most important manifestation of such postswitching behavior—namely, postswitching negative word of mouth (PNWOM)—is investigated. Drawing from dissonance theory, hypotheses are developed and tested in an empirical study. Results from the telecommunications industry indicate that PNWOM is given frequently and that product involvement, market mavenism, perceived risk, satisfaction with the new provider, and the reason for switching the provider explain PNWOM. Implications for customer management are discussed.
With the growth and evolution of the Internet, electronic peer-to-peer referrals have become an important phenomenon, and marketers have tried to exploit their potential through viral marketing campaigns. At the same time, spam and e-mail-based viruses have cluttered electronic communications, making viral marketing campaigns problematic and challenging to deploy. The key driver in viral marketing is the effectiveness of unsolicited, electronic referrals to create awareness, trigger interest, and generate sales or product adoption. Yet, despite a large literature concerning interpersonal influence, little is known about how this electronic, or, indeed, any word-of-mouth process influences consumers' actual behaviors, particularly in a cluttered online environment. In this paper, we develop a model to help identify the role word-of-mouth plays during each stage of a viral marketing recipients' decision-making process, including the conditions that moderate such influence. We then present an innovative methodology for collecting data unobtrusively and in real time. We empirically test the model and methodology via a field study, where we observed the reactions of 1100 individuals after they received an unsolicited e-mail from one of their acquaintances, inviting them to take a survey and in turn spread the word about it. We found that characteristics of the social tie influenced recipients' behaviors, but had different effects at different stages: tie strength facilitated awareness, perceptual affinity triggered recipients' interest, and demographic similarity had a negative influence on each stage of the decision-making process. We conclude with a discussion of the theoretical and methodological contributions of our work and of managerial implications of these findings for online marketers interested in strategies for leveraging peer-to-peer referral networks.
In 15 studies, positive word of mouth (PWOM) is more common than negative word of mouth (NWOM) in every case. The incidence ratio averages 3 to 1. Categories with high levels of NWOM tend to have high levels of PWOM, and individuals who produce NWOM also tend to produce PWOM. In follow-up studies, using two alternative measures of WOM, we confirm that PWOM occurs approximately three times as often as NWOM. Further exploratory studies indicate that most PWOM is about a consumer's main brand; as a consequence, the incidence of PWOM in a category is distributed according to brand market share. We discuss possible explanations for these results and develop six propositions to guide further research on word of mouth.
This paper investigates the effects of a specific form of electronic word-of-mouth (eWOM) communication, customer-to-customer know-how exchange, on customer perceptions of value and customer loyalty intentions. In addition, the paper explores the antecedents of customer-to-customer know-how exchange overlooked in prior research: motivation, opportunity, and ability. The survey results from 616 participants of an online forum suggest that customer know-how exchange impacts customer perceptions of product value and likelihood to recommend the product, but does not influence customer repurchase intentions. Interestingly, opportunity did not impact know-how exchange, whereas motivation and ability did have a significant effect. Implications for managers and future research directions are discussed.
Interpersonal influence and word-of-mouth (WOM) are ranked the most important information source when a consumer is making a purchase decision. These influences are especially important in the hospitality and tourism industry, whose intangible products are difficult to evaluate prior to their consumption. When WOM becomes digital, the large-scale, anonymous, ephemeral nature of the Internet induces new ways of capturing, analyzing, interpreting, and managing the influence that one consumer may have on another. This paper describes online interpersonal influence, or eWOM, as a potentially cost-effective means for marketing hospitality and tourism, and discusses some of the nascent technological and ethical issues facing marketers as they seek to harness emerging eWOM technologies.
Product reviews or user opinions represent a peculiar information source that can be exploited in supporting travel decision making. Product reviews provide other user’s experiences and, when consulted during a decision making process, tend to increase the user’s confidence in the decision by providing a feeling of greater objectivity in the product description compared with commercial information. Notwithstanding their value, until now, product reviews have not been integrated in travel recommender systems, they have been used only in dedicated web sites. In this paper we present the results of a first step towards the introduction of product reviews in a travel recommender system, namely the outcome of a user behaviour survey. In this survey, we investigated the possible roles/functions of product reviews in the product selection decision process. In this paper we show that there is a significant difference in the role of reviews with respect to the product involved in the decision process (e.g. hotel vs. activity) and we demonstrate that advanced users, i.e., users who are familiar with online booking platforms and with consumer-opinion platforms, are more interested in consulting reviews that criticize the product and express a negative evaluation of it.
Online consumer reviews involving experiences, evaluations and opinions on products from previous consumers play two roles – an informant and a recommender. These two roles affect a consumer’s intention. However, there is a conflict between two roles when a large number of reviews are offered. From the perspective of the recommender role, consumers have more favorable attitude toward a product as a greater number of positive reviews are offered while consumers may be confronted with too much information, which results in information overload. This study investigates what consequences the tradeoff between two roles has on purchasing intention depending on consumer involvement.
This study aims, firstly, to determine whether hotel categories worldwide can be inferred from features that are not taken into account by the institutions in charge of assigning such categories and, if so, to create a model to classify the properties offered by P2P accommodation platforms, similar to grading scheme categories for hotels, thus preventing opportunistic behaviours of information asymmetry and information overload. The characteristics of 33,000 hotels around the world and 18,000,000 reviews from Booking.com were collected automatically and, using the Support Vector Machine classification technique, we trained a model to assign a category to a given hotel. The results suggest that a hotel classification can usually be inferred by different criteria (number of reviews, price, score, and users’ wish lists) that have nothing to do with the official criteria. Moreover, room prices are the most important feature for predicting the hotel category, followed by cleanliness and location.
The purpose of this paper is to extend the research on consumer repurchase intention, perceived value, and perceived risk into the realm of the peer-to-peer economy, specifically in the context of Airbnb. A total of 395 surveys were collected in Canada and the United States. The results showed that perceived risk negatively impacts Airbnb consumers’ perceived value and repurchase intention while perceived value positively enhances their repurchase intention. Interestingly, price sensitivity was found not to reduce customers’ perceived risk but can improve their perceived value and positively influences them to repurchase the Airbnb products. Perceived authenticity was found to have a significant effect in reducing Airbnb consumers’ perceived risk and positively influencing their perceived value. Electronic word-of-mouth has a positive effect on repurchase intention as well as perceived value whereas it negatively affects perceived risk. Theoretical and managerial implications are discussed and future study directions are offered.
Peer-to-peer business models rely on interpersonal communication for their success. In this article, we focus on Airbnb – an exemplar of the so-called ‘sharing economy’ – and more specifically, on Airbnb’s reciprocal reviewing system, which enables both hosts and guests to review one another. Our study takes a computer-assisted, qualitative approach to explore linguistic patterns of evaluation in Airbnb reviews. Our findings indicate that Airbnb reviews tend to comprise a very restricted set of linguistic resources, establishing the site’s norm of highly positive commentary, which in turn makes Airbnb reviews, on the surface, appear to be quite similar to one another. However, a micro-analytic comparison of positive reviews reveals that less-than-positive experiences are sometimes communicated using more nuanced, subtle cues. This study contributes to existing literature on electronic word of mouth in the tourism industry by highlighting how evaluation is communicated, while simultaneously responding to hospitality scholars’ calls for analyses which extend beyond the star ratings and also take into account consumers’ constructions of experience in the review texts themselves.
If you would like a copy of the article for your personal use, please email me: mingming.cheng@otago.ac.nz
This paper provides an objective, systematic and holistic review of the sharing economy (SE) academic literature to uncover the theoretical foundations and key themes underlying the field by using co-citation analysis and content analysis. Sixty-six publications on sharing economy with ten papers related to tourism and hospitality from 2010 to 2015 (inclusive) have been identified. This paper revealed three broad areas of foci with sharing economy research in general: (1) SE's business models and its impacts, (2) nature of SE, and (3) SE's sustainability development as well as two areas of foci in tourism and hospitality specifically: (1) SE's impacts on destinations and tourism services (2) SE's impacts on tourists. The sharing economy has a strong intellectual tradition from lifestyle and social movement field, consumption practice and sharing paradigm. This paper presents a more robust framework and holistic understanding of the sharing economy field and calls for a new theory-informed research agenda on sharing economy to coalesce multi-level perspectives.
Az on-line térben a vállalatok elveszítik a hagyományos tömegkommunikációban gyakorolt kontrollt, ugyanakkor kommunikációs szerepükből fakadóan megmarad egy ráhatási képességük. Ahhoz azonban, hogy e ráhatási képességet ki tudják használni, megfelelő eszközöket kell alkalmazniuk, amelyek közül az egyik lehetőség az on-line szájreklám (electronic word-of-mouth, e-WOM). A cikk egy szakirodalmi összefoglalót nyújt az e-WOM-ról, kitérve arra, hogy milyen új kommunikációs kihívásokkal és lehetőségekkel néznek szembe a fogyasztók és a vállalatok az on-line térben. Továbbá hogyan értelmezhető az e-WOM, milyen alapvető tulajdonságokkal és a fogyasztókra, valamint a vállalatokra gyakorolt hatásokkal rendelkezik. Ezen ismeretekre építve pedig a szerző bemutatja azt is, hogy a fogyasztók között zajló on-line kommunikáció (vagyis az e-WOM) hogyan integrálható a marketingkommunikációs tevékenységbe.
‘Sharing economy’ platforms such as Airbnb have recently flourished in the tourism industry. The prominent appearance of sellers' photos on these platforms motivated our study. We suggest that the presence of these photos can have a significant impact on guests' decision making. Specifically, we contend that guests infer the host's trustworthiness from these photos, and that their choice is affected by this inference. In an empirical analysis of Airbnb's data and a controlled experiment, we found that the more trustworthy the host is perceived to be from her photo, the higher the price of the listing and the probability of its being chosen. We also find that a host's reputation, communicated by her online review scores, has no effect on listing price or likelihood of consumer booking. We further demonstrate that if review scores are varied experimentally, they affect guests' decisions, but the role of the host's photo remains significant.
The objectives of this study are to match the motivations for posting about hotel experiences with the online media chosen and to identify the electronic word-of-mouth (eWOM) motivations that are affected by hotel attribute performance. The results show that altruism and platform assistance motivations were positively correlated with consumer opinion sites. Extraversion, social benefits, and dissonance reduction were positively correlated with social network sites. Economic incentives did not improve the likelihood of posting eWOM on consumer opinion sites but reduced the likelihood of posting on social network sites. Finally, hotel attribute performance had a significant effect only on extraversion and dissonance reduction motivations.
Purpose
– The aim of this study is to determine social media use by consumers for travel-related purposes.
Design/methodology/approach
– A quantitative study was conducted after reviewing the related literature. The primary data were collected by means of an online questionnaire, and the results were analyzed using a statistical package program.
Findings
– The respondents use social media intensively both in their daily lives ( > 96 per cent) and in travel-related activities (95 per cent). In addition to the detailed analyses of their usage, a model was developed to identify the factors behind social media use for travel-related purposes.
Research limitations/implications
– As a result of an online questionnaire method, only consumers having an Internet access could respond to the survey. Additionally, the sample was not random, and the respondents were selected only from Turkey. Consequently, the study may suffer from a generalization problem, especially for markets with major different cultural characteristics.
Practical implications
– The findings of the study may assist academics and practitioners to better understand social media and Web 2.0 technologies and their effects on consumers.
Originality/value
– One of the dominant trends affecting consumer behavior and tourism marketing in recent years is the use of social media. It is critical to understand such developments and their effects on consumer behavior that may impact on the distribution and accessibility of travel-related information.
Services that let customers access goods, such as car-sharing, are gaining increasing relevance as an alternative to ownership. These access-based services allow consumers to avoid the “burdens of ownership”, i.e., risks and responsibilities that come with owning a good. However, the interplay between consumers’ risk perception of ownership, access-based service usage, and the subsequent decision to reduce or forgo ownership has not been sufficiently investigated. Based on risk perception theory, we hypothesize the effects of different risk dimensions (financial, performance, social) on the intensity of access-based service usage, as well as the latter’s influence on ownership reduction. Using a unique dataset that links survey and actual usage data of car-sharing users, we test four corresponding hypotheses. The results reveal that access-based service usage is positively influenced by all three ownership risk perceptions. Moreover, a higher usage of an access-based service increases the likelihood that consumers subsequently reduce ownership.
Although many hospitality organizations strive to handle negative word of mouth (NWOM) online, limited research has attempted to understand the influence of NWOM on potential consumers’ buying behaviors in order to suggest the appropriate organizational response strategies to NWOM communication. In an attempt to bridge this gap, the authors identified the roles of consensus in NWOM communication and how organizational responses to NWOM affect the ways in which potential consumers evaluate service organizations—by making attributional judgments and forming attitude. The results show that consensus in online NWOM communication plays a pivotal role in influencing how potential consumers incorporate NWOM into their evaluations about the organization. Additionally, these NWOM consensus effects are contingent on organizational response strategies. Finally, the authors discuss theoretical and practical implications, limitations, and directions for future research. © 2012 International Council on Hotel, Restaurant and Institutional Education.
This study combines the Yale Model and Attribution Theory to examine the interaction among message, source, receiver characteristics, and receiver perceptions of information credibility. Receivers were examined as to whether negative messages would influence their perception and actual adoption. This was an experimental study that adopted Starbucks as the research context. 502 valid questionnaires were collected. The data analysis results indicated that both consensus and vividness led to information receivers forming external attributions and perceiving information as credible; receiver brand commitment had a moderating effect on both relationships. Additionally, external attributions about writers had a positive and direct relationship with source credibility but not with information credibility. Source credibility had a positive influence on receiver information credibility but not on negative e-WOM adoption. Based on the results and findings, this study suggested that companies should construct their own communication platform to collect negative consumer comments. In terms of brand commitment, they must establish brand commitment through marketing activities and corporate social responsibility policies in order to mitigate the effect of negative e-WOM messages.
The notion of electronic word-of-mouth (eWOM) communication has received considerable attention in both business and academic communities. Numerous studies have been conducted to examine the effectiveness of eWOM communication. The scope of published studies on the impact of eWOM communication is large and fragmented and little effort has been made to integrate the findings of prior studies and evaluate the status of the research in this area. In this study, we conducted a systematic review of eWOM research. Building upon our literature analysis, we used the social communication framework to summarize and classify prior eWOM studies. We further identified key factors related to the major elements of the social communication literature and built an integrative framework explaining the impact of eWOM communication on consumer behavior. We believe that the framework will provide an important foundation for future eWOM research work.
Research on negative word-of-mouth communication (WOMC) in general, and the process by which negative WOMC affects consumers’ brand evaluations in particular, has been limited. This study uses attribution theory to explain consumers’ responses to negative WOMC. Experimental results suggest that (a) causal attributions mediate the negative WOMC-brand evaluation relation, (b) receivers’ attributions depend on the manner in which the negative WOMC is conveyed, and (c) brand name affects attributions. Results also suggest that when receivers attribute the negativity of the WOMC message to the brand, brand evaluations decrease; however, if receivers attribute the negativity to the communicator, brand evaluations increase.
Reputations that are transmitted from person to person can deter moral hazard and discourage entry by bad types in markets where players repeat transactions but rarely with the same player. On the Internet, information about past transactions may be both limited and potentially unreliable, but it can be distributed far more systematically than the informal gossip among friends that characterizes conventional marketplaces. One of the earliest and best known Internet reputation systems is run by eBay, which gathers comments from buyers and sellers about each other after each transaction. Examination of a large data set from 1999 reveals several interesting features of this system, which facilitates many millions of sales each month. First, despite incentives to free ride, feedback was provided more than half the time. Second, well beyond reasonable expectation, it was almost always positive. Third, reputation profiles were predictive of future performance. However, the net feedback scores that eBay displays encourages Pollyanna assessments of reputations, and is far from the best predictor available. Fourth, although sellers with better reputations were more likely to sell their items, they enjoyed no boost in price, at least for the two sets of items that we examined. Fifth, there was a high correlation between buyer and seller feedback, suggesting that the players reciprocate and retaliate.
Online consumer reviews provide product information and recommendations from the customer perspective. This study investigates the effects of negative online consumer reviews on consumer product attitude. In particular, it examines the proportion and quality of negative online consumer reviews from the perspective of information processing. The elaboration likelihood model is used to explain the persuasive effect of the proportion and quality depending on product involvement. A high proportion of negative online consumer reviews elicits a conformity effect. As the proportion of negative online consumer reviews increases, high-involvement consumers tend to conform to the perspective of reviewers, depending on the quality of the negative online consumer reviews; in contrast, low-involvement consumers tend to conform to the perspective of reviewers regardless of the quality of the negative online consumer reviews. The experiment in this study uses 248 college students in Korea. The proposed hypotheses are tested by three-way analysis of covariance.
As a digital version of word-of-mouth, online review has become a major information source for consumers and has very important implications for a wide range of management activities. While some researchers focus their studies on the impact of online product review on sales, an important assumption remains unexamined, that is, can online product review reveal the true quality of the product? To test the validity of this key assumption, this paper first empirically tests the underlying distribution of online reviews with data from Amazon. The results show that 53% of the products have a bimodal and non-normal distribution. For these products, the average score does not necessarily reveal the product's true quality and may provide misleading recommendations. Then this paper derives an analytical model to explain when the mean can serve as a valid representation of a product's true quality, and discusses its implication on marketing practices.
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A fogyasztói részvétel mint marketingkommunikációs eszköz a digitális médiában. Doktori (PhD) értekezés. Budapesti Corvinus Egyetem
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Az online szájreklám (electronic word-of-mouth)
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The zero marginal cost society: The internet of things, the collaborative commons, and the eclipse of capitalism
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Infor mation and Communication Technologies in Tourism
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